A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

IF 0.5 Q4 BUSINESS

Journal of Historical Research in Marketing Pub Date : 2019-08-19 DOI:10.1108/JHRM-04-2018-0016

Nazife Karamullaoglu, Ozlem Sandikci

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引用次数: 2

Abstract

Purpose This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century. Design/methodology/approach The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis. Findings The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface. Originality/value This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.

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包装设计的社会历史分析:以土耳其面食品牌Piyale为例

本文旨在了解社会、文化和政治经济动态如何影响包装设计。具体来说，它专注于最古老的土耳其面面品牌之一，皮耶尔，并试图了解在其包装实践过程中近一个世纪的宏观制度结构的变化的影响。设计/方法/方法分析主要基于通过档案和文献研究收集的数据。档案资料的来源广泛，包括前任经理的个人档案、当时流行杂志上刊登的广告、行业报告和文件。数据分析使用组合和社会符号学分析相结合。分析指出了该品牌历史上的四个不同时期。设计元素和视觉识别反映了在这些不同时期塑造土耳其社会的社会、文化、政治、经济和技术变革。研究结果表明，对品牌包装设计转型的社会历史分析揭示了设计与文化之间的复杂关系，并为市场-社会界面提供了线索。原创性/价值本研究对最古老的土耳其面食品牌Piyale的视觉识别演变进行了全面的历史分析，并有助于研究非西方市场的包装历史。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.